(Source: https://pltfrm.com.cn)
Introduction
In China’s saturated digital ad landscape, great visuals get attention—but it’s the copy that seals the deal. Whether on WeChat, Douyin, or Xiaohongshu, ad performance often hinges on how clearly and persuasively the message resonates with local audiences. For overseas brands, crafting effective ad copy in China means going beyond translation—it requires cultural fluency, emotional triggers, and platform-specific finesse.
1. Speak Like a Local, Not Just in Mandarin
Use Platform-Specific Phrasing:
Different platforms have different tones. Douyin favors playful, rhythmic language; WeChat leans informative and personal; Xiaohongshu uses lifestyle-driven phrases and emotional storytelling.
Leverage Trending Slang Thoughtfully:
Incorporating buzzwords (like “种草” for product recommendation or “内卷” for competitive tension) boosts relevance—if used authentically. Overuse or awkward integration can hurt credibility.
2. Lead With Value, Not Features
Benefits First, Specs Later:
Chinese consumers often respond better to “what’s in it for me” than technical specs. Open with emotional or lifestyle value (“24小时持妆不脱妆” – 24-hour wear without smudging) before adding feature lists.
Urgency Drives Action:
Phrases like “限量发售” (limited release), “仅剩最后500件” (only 500 left), or “错过今天等一年” (miss it today, wait a year) effectively trigger impulse buys—especially on livestreams or flash sale ads.
3. Create Visual Copy Pairings That Guide Action
Overlay CTAs in Bold, Mobile-Friendly Fonts:
Chinese mobile users skim quickly. Large, bold fonts for CTAs like “立即抢购” (buy now), “进群领券” (join group for coupons), or “下滑查看更多” (swipe for more) keep users engaged.
Frame Social Proof Statements:
Phrases like “已售10万+” (100k+ sold), “95%好评率” (95% satisfaction), and “明星同款” (celebrity-approved) reassure potential buyers—especially in early-funnel awareness ads.
4. Match Copy Tone with Brand Positioning
Premium Brands Should Sound Confident, Not Aggressive:
Rather than discount language, upscale brands can use phrases like “专业呵护，值得信赖” (professional care, trusted by experts) or “只为挑剔的你” (for the discerning you) to elevate perception.
Mass Market Brands Can Embrace Directness:
Direct, emotional calls to action like “这个夏天不能没有它” (you can’t go through summer without this) connect well with a broad, mobile-first audience.
5. Case Study: A Canadian Skincare Brand Rewrites for Results
A Canadian clean beauty brand initially launched with literal translations of its English ad copy on WeChat and Xiaohongshu. Engagement was low. After working with local copywriters, the brand shifted to storytelling that highlighted skin sensitivity, included social proof (“千万敏感肌亲测好评”), and offered time-limited bundles. The revised copy doubled their CTR on Xiaohongshu and increased their Tmall conversion rate by 38%—proving localized messaging matters more than direct translation.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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